Brand identities are my specialty, and I got to work on a lot of them with Macy’s private labels. On 34th was a new brand that launched in 2023 and I designed the visual identity system, store signage, packaging and overall marketing campaign. The emphasis on product storytelling was a big shift for Macy’s and On 34th became the roadmap for how we launched brands going forward.
Creative Director. Visual Storyteller.
Branding Ninja. Master of the Universe??
People give themselves all kinds of titles, but what do they even mean? For me, it means I have a distinct aesthetic. It means I am passionate about good design and making things functional and beautiful. It means I have heated debates over typefaces. And it means I have ideas and know how to execute them.
See My Portfolio
Macy’s Credit-Loyalty Refresh
See before and afters of how my team updated the Credit/Loyalty program to align with the new Macy’s brand identity system and pass web accessibility standards.
Macy’s Brand Identity System
Believe it or not, Macy’s never had a published set of brand guidelines. It was the wild west, and there were as many different reds as there were versions of the logo. I helped establish logo standards, do’s and don’t of using the iconic star, a refreshed color palette, photo guidelines and copy/voice direction. The goal of course was brand consistency, but also a warmer identity that positioned Macy’s as an optimistic and friendly brand.